What idea, feeling or words can your firm authentically own in the mind of the market? This question is at the core of Brand Positioning. An effective position statement, often called a tagline, defines and asserts the idea which clients and competitors will come to associate with your brand through consistent reinforcement. A strong brand message is essential in supporting the brand identity while ensuring brand consistency on all levels. The best positions sound simple but are deceptively so. A vast amount of discovery, thought and energy go into setting the stage for the flash of inspiration that yields the simplest and most brilliant taglines. Brand messaging permeates the entire branding and marketing process. It defines the voice, values and terminology that steer brand positioning, visual identity development and marketing implementation.
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